Personalised Travel Planning PTP-Cycle project
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Transcript of Personalised Travel Planning PTP-Cycle project
Personalised Travel Planning
PTP-Cycle project Paul Curtis
LEPT
@PTPCycleEU PTP-Cycle
www.ptpcycle-europe.eu
What is Personalised Travel Planning?
PTP-Cycle: Step by step approach
PTP-Cycle: Implementation site examples and results
PTP-Cycle: Success factors
PTP-Cycle: Free services to help cities develop PTPs
Contents
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
“Is there a reason why you have not considered cycling to work?”
“It’s been years since I used my bike and I’m not sure about routes/ safety/ parking”
“Did you know about free cycle training/ route maps/ cycle hire/ discounts at local cycle shop”
“No, but please give me info!”
“What would make you consider cycling to lectures?”
“If I knew how to get a good quality, cheap, second hand bike”
“Let me show you on my tablet recommended sites & one store is offering you 10% discount”
Households Workplaces Universities
What is PTP?
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Motivate people to challenge their day-to-day travel choices
Trained advisers use open questioning technique
Advisers understand the barriers specific to the individual
and provide one or two key solutions
Personal contact: can take place on the doorstep at the
workplace or university
More effective than general “one-size-fits-all” campaign
Maximise use of new or existing transport alternatives
Ready to use product for municipalities, workplaces and
universities to affect modal shift in cities from car to cycling
What is PTP?
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Target audience 10,000 Contact Rate 7,000 Interested Rate 4,900
Participants in the 'interested' group are asked open
questions and receive tailored information and services to
motivate travel behaviour specific to them
local travel information materials,
events, competitions, prizes
cycle training, led-rides and walks,
bike maintenance class
discounts on public transport,
bikes, equipment, hi-vis vests
What is PTP?
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Proven behaviour-change methodology in the UK
Normal target audience: households
Transferable to workplaces and universities
Past UK households programmes:
Transferring the success of PTP
Households Cycling Walking PT Car
Peterborough 30,000 +20% +14% +33% -9%
Exeter 25,000 +33% +15% +10% -13%
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Delivers an integrated programme of Personalised Travel
Planning across 5 cities (and beyond) in selected residential
areas, workplaces and universities
40,000 individuals to be delivered PTPs
Prove transferability of PTP methodology: test, exchange,
learn, adapt to different cultures
Modal shift impact monitored and evaluated
Business cases and Cost Benefit Analysis derived
Raise awareness as a supportive measure for SUMPs
PTP-Cycle Objectives
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
LEPT (UK) – Coordinator
Burgos (ES)
UIRS (SI)
Antwerp (BE)
Riga (LV)
Polis (EU)
Traject (BE)
Sustrans (UK)
Partners
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 1: Segmentation of target group
• Chose audience with high propensity to
change behaviour
• Chose area with good cycling, walking,
PT alternatives
• Set up database of target group to monitor progress
PTP in action
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 2: Marketing
• Set up PTP brand
• Dovetail with existing identities
• Make visible in neighbourhood / workplace/ uni
• Set up social media groups for competitions and awareness
PTP in action
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 3: Training
• Teams of PTP advisers trained on interviewing techniques
and open questioning
• Practice makes perfect: role play with peers
• Recruit PTP Champions to run social media campaigns,
competitions, maintain momentum
PTP in action
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 4: Delivery
• 1 week before start: welcome postcards or emails
alert target audience
• 1:1 Conversation
• Individual requests information
• Delivered
PTP in action
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 5: Evaluation and review
• PTP has robust evaluation framework (attitude / behaviour)
• Before and after surveys allow accurate evaluation of modal
shift, across different sites and cities
• Known participants allow for monitoring after 3, 6, 12 month
intervals
• Measure (pre)contemplation – preparation - action –
maintenance (Max Sem)
PTP in action
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
PTP-Cycle Project
Implementation site examples and
results:
Burgos, Antwerp, London
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 1: Segmentation of target audience
Workplaces situated close to the new tram line being built
Noordelijn
Road access restrictions for two years, traffic jams
Cycling a perfect alternative
PTP in action – Antwerp Workplaces
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 2: Marketing Package
PTP-flyers and leaflets
Saddle covers, jackets
Local cycle/ PT route maps
Info on road disruptions
Info about advantages of and services about cycling
Tailored mobility guide per workplace
Services / toolboxes EG Bike repairs and maintenance
PTP in action- Antwerp Workplaces
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 3: Training
6 Antwerp staff (mobility and communications teams) trained
up as advisers on PTP and delivering the personalised
conversation
PTP champions identified in workplaces: enthusiastic
cyclists, facilities managers…
PTP in action- Antwerp Workplaces
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
STEP 5: Evaluation
Several large businesses participating in Phase 1
One workplace (462 employees) evaluated so far: Eandis
17% increase in cycling amongst those responding
Cycling modal share
Before 15%
After 18%
PTP in action- Antwerp Workplaces
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Target population 5,000
Contact made with 3,500 residents
71% interested in receiving travel advice =
2685 information packs were delivered
Evaluation showed
15% increase cycling trips, up to average of 3 per week
28% increase in walking trips
19% reduction in car trips (single occupancy)
Results – London Haringey households
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
• PTP is a successful transferable methodology to different
countries and site types
• Significant attitude and modal shift achieved
• Good training vital. All about the conversation. Public
“interest rate” increases over course of the 10 weeks
• Get sponsors: discount bike shops public transport discount
• Incentives: “win a bike” gain the attention!
• Linking with infrastructure alternatives maximises interest
• Present PTP as the solution to a problem
Success factors and Lessons Learned
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
• Use tablets on doorstep / workplace for live demonstration
• Students provide high quality and economical PTP advisers
• Concurrent “In the Field” PTP exhibitions / events give
programme good visibility, increase change in attitudes
• Facebook good way to delivery PTP competitions
• Champions, celebs, press
Success factors and Lessons Learned
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Free services to European cities, universities and workplaces
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
How to set up your own PTP programme
Free PTP services
PTP case studies: Get a feel from
best practice examples
Coaching sessions: Practical “how to”
teleconferences
Guides / manuals: How to set up and
evaluate a PTP programme
Business Cases and Benefit to Cost
Ratios
Training materials: Train up teams of
PTP advisers
National Take-up Seminars: Spring
2015 UK, SI, BE, ES, LV – attend,
learn, speak to experts
The personalised conversation:
Psychology of motivating behaviour
change
Training workshop Brussels Nov
2015: 50 cities / orgs practical training
to prepare PTP programmes
Study visits to PTP-Cycle city
partners to see PTP in action
LinkedIn Group: Discussions, learn,
get answers
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU
Paul Curtis E: [email protected]
PTP-Cycle Project Coordinator W: ptpcycle-europe.eu
London European Partnership for Transport
More Information
www.ptpcycle-europe.eu
PTP-Cycle @PTPCycleEU